industrial brand marketing
DESCRIPTION
How to manage brand and brand sharing with providers and distriTRANSCRIPT
Industrial Brand Marketing
Macau May 30th 2008
INDUSTRIAL BRAND?
But brand is for …
INDUSTRIAL MARKET TOO!
BRAND HELPS TO HOLD
LET’S TRY UNDERSTAND WHY
MOST COMMON FACTORS ON THE INDUSTRIAL BUYING DECISION:
QUALITY
PRICE
DELIVERY
QUALITY
– Reliability– Durability– Strenght– Longevity– Power– Finish– Engineering integrity
DELIVERY
• What means delivery term?– Availability– Speed with which the product can be brought to
the door.
• So … What is the most important?– IS THE KNOWLEDGE THAT A PRODUCT WILL BE
DELIVERED AT THE TIME PROMISED
PRICE
• Buyers are looking ALWAYS for a better price.• They are ready to pay more for … Brand?
YES, THEY ARE!
ESSENTIAL INGREDIENTS
QUALITY
DELIVERY
PRICE
INGREDIENTS WHICH ENHANCE THE TASTE
SALES SERVICE
AFTER SALES
WARRANTY
PROMOTION
BRAND!
WHAT PEOPLE BUY WITH AN INDUSTRIAL BRAND?
• TRUST• RELIABILITY• FRIENDSHIP• … any number of other intangible which have
value
THIS COULD BE MORE IMPORTANT THAN PRICE!
HOW TO PROMOTE BRANDS?
Every one has his own strategy
Every market is different
… but the promotion methodes are still the same
THE PROMOTIONAL PLANNING
• Budgeting• Objectives setting• Promotion methods• Design of promotion material• Administration• Evaluation
BUDGETING
This will be a sort of compromise between what is sought as a marketing objective and what is judged affordable
The achievement and objectives of the promotional plan will largely be determinated by the available budget
Small budgets can produce results if they are focused and not dissipated
OBJETCIVES SETTING
This is the key to effective brand promotion
If there are several core brand values, which have priority?
What are the priorities in terms of market sectors and niches?
Targeting may also include deciding which brand values to stress in each sector
PROMOTION METHODES
The choice of effective promotional methods depends on the target
Most types of promotions will be used for purposes
The complicity and collaboration of the sales force is a key factor
DESIGN OF PROMOTION MATERIALS
The design is very important for the success
It needs to be committed to quality
IMAGE, NAME, LOGO, MESSAGE, ADVERTISING, WEBSITE, PACKAGING,PRESS RELEASES …
ADMINISTRATION
Administering the promotional budget is a matter of making sure it all happens
The staff and resources are in place to ensure this and that the promotions are working towards the key goals
EVALUATION
Although in the long run the point of branding is to GENERATE PROFITABLE BUSINESS
Branding promotion IS NOT CARRIED OUT to generate sales enquires
Its success or otherwise cannot be evaluated in terms of orders or enquires received
PROMOTION METHODS
• E-Promotion• Promotional literature• Product and product packaging• Sings and livery• Direct Mail• Media Advertising• Press release• Exhibitions• Personal Contact
E-PROMOTION
• Website: Becomes the brochure on line. The most important promotional weapon for most B2B companies.
• E-news: Effective and low cost promotion• E-PUBLICITY• Key words in Searchers (Google AdWords)
PROMOTIONAL LITERATURE
This used to be the must-have for all industrial companies
It is still important but less so today, being increasingly usurped by the cheaper, more flexible website
DIRECT MAIL
Very flexible tool to meet both brand and products objectives
It delivers less and less in this noisy promotional market
It is used more and more direct e-mailings
MEDIA ADVERTISING
IS MORE EFFECTIVE TO BUILDING A BRAND THAN SELLING A PRODUCT
PRESS RELEASE
Is best carried out by professionals although in-house work can be effective
It is important to tell a consistent story rather than just send out anything which is felt to be vaguely newsworthy
EXHIBITION
Attendance at exhibitions can be used effectively to build a brand and works well for high value products that have to be seen, touched and demonstrated
PERSONAL CONTACT
Personal contact is EXTREMELY Powerful
Need careful management to ensure that there is a uniformity of approach
The consistency that we expect should come from strong branding
YES, BUT …
WE WORK WITH SUPPLIERS …
… SOMETIMES WE DON’T WORK WITH OUR OWN BRAND!
OK, YOU’RE RIGHT BUT …
…do you see differences between?
For identical or similar products …
THE BIGGESTS DIFFERENCES ARE:
PARTNERSHIP AND FEEDBACK
YOUR COMPANY
YOUR SERVICES
Any number of other intangible which have value.
ONCE MORE :
NO FEEDBACK
NO PARTNERSHIP
NO CO-WORK
FEEDBACK
PARTNERSHIPCO-WORK
OUR BRAND …
THEIR BRAND …
COSTUMER PERCEPTION
+
THE BEST OPTION
…OUR BRAND
THEIR BRAND …
• Brands create TRUST and confidence• Symbolize a strong and on-going relationship
between costumers and suppliers• In a long term is a far better approach than
building business just on personal relationships.
• Provide a focus for promotion and help build continuity
Branding is an effective competitive strategy in industrial markets
A strong brand blocks out competitive penetration.
BRAND PROMOTION IS LIKE RIZ …
SO …
YOU CAN COOK IT IN SO MANY WAYS !
That’s all! Enjoy your Brand!